Measure success

Understand the branding value of Search

Overview

Whilst Search is commonly seen as a very effective direct response channel, the power it has to impact branding metrics shouldn’t be underestimated.

Many advertisers we work with have two jobs to do within marketing: raise awareness of the brand and then close the deal through direct response. For the former, important metrics include brand reputation, awareness and recall, and top-of-mind awareness. For the latter, it’s cost per click, click-through rate, conversion volume and return on ad spend.

Whilst Search is commonly seen as a very effective direct response channel, the power it has to impact branding metrics shouldn’t be underestimated. Having visibility on paid Search has been proven to lift top-of-mind awareness, and paid Search clicks correlate with higher brand recall and consideration.1 A survey by Eye Square found that 63% of people associated the top ad slot with strong brands.2 Overall, every second user thinks that the most popular and relevant brands occupy the top position.2

Importantly, if your brand isn’t appearing, then your competitor’s might be.

Paid Search ads are highly customisable, from the audiences you show an ad to, to the text you write, to the extensions you activate. Don’t let competitors take the positions and reap the branding benefits on the back of queries relevant to you.

Search can serve brand marketing objectives in three main ways:

  • Search helps brands to remain front of mind, especially when the category is front of mind for consumers, for instance when they’re researching information.
  • Traffic to brand assets can allow advertisers to build more sophisticated audience segmentation, to inform targeting and personal messaging, and to better understand customer context.
  • You can gain a better understanding of the customer’s purchase decisions and make media investment decisions on multi-device, omnichannel attribution rather than legacy metrics.

Key takeaways

Look beyond direct response and consider the positive impact of paid Search on awareness, recall and other important brand metrics.

Next steps

  • Review KPIs

    Review your brand-focused KPIs. What are you looking to achieve? Awareness? Brand recall?

  • Measurement

    Make sure measurement is in place to fully understand the value of your paid Search activity.

  • Improving results

    Consider a long tail strategy or category ownership strategy to improve results.

  • One

    Review KPIs

    Review your brand-focused KPIs. What are you looking to achieve? Awareness? Brand recall?

  • Two

    Measurement

    Make sure measurement is in place to fully understand the value of your paid Search activity.

  • Three

    Improving results

    Consider a long tail strategy or category ownership strategy to improve results.

Resources

Sources

130 studies on BVOS from 5 countries and 13 industries. All studies conducted by IPSOS or TNS with feld time 2014
2Eye Square study [DE]: Performance of mobile search 2017 (survey)